Senior Manager, Marketing & Communications

Job Purpose

Develop and execute strategic marketing initiatives that drive growth across United Arab Bank’s banking products, including deposits, loans, credit cards, mortgages, and wealth solutions. The role is responsible for translating business objectives into impactful marketing strategies and campaigns that strengthen brand awareness, customer acquisition, and retention. It involves leading integrated ATL, BTL, and digital campaigns, leveraging data-driven insights to enhance customer engagement, and ensuring consistency across all communication touchpoints. The position also oversees market research, and performance tracking to ensure optimal resource allocation, measurable results, and alignment with the bank’s overall goals.

Principal Accountabilities

Marketing Strategy & Planning:

• Develop and implement the marketing strategy for UAB products, focused on Retail Banking (deposits, loans, credit cards, mortgages, wealth solutions, etc)
• Align marketing initiatives with the overall business objectives, brand awareness KPIs, customer acquisition goals, and revenue targets
• Conduct market research and competitor analysis to identify opportunities, gaps, and trends
• Define positioning, messaging, and launch plans for new and existing banking products
• Collaborate with product teams to enhance our products value propositions, tailored to customer segments
• Drive adoption of digital platforms (mobile, online banking) through targeted marketing initiatives

Campaign Management, Execution, and Performance Tracking:

• Lead integrated campaigns across ATL, BTL, and digital channels, ensuring brand consistency and compliance
• Track campaign effectiveness through pre-defined KPIs and optimize based on insights
• Drive campaigns that support brand awareness, lead generation, cross-sell, upsell, and retention initiatives
• Report campaign results, insights, and recommendations
• Maintain dashboards and trackers for ongoing performance management

Customer Experience & Engagement:

• Champion customer-centric marketing, ensuring campaigns enhance the end-to-end banking journey
• Leverage CRM and data-driven insights for personalized, targeted communications
• Build client engagement initiatives that strengthen long-term relationships

Budget Management:

• Manage and allocate marketing budgets efficiently to maximize growth opportunities

Leadership, Collaboration, and Cross-Functional Coordination:

• Lead and mentor a team of marketers, fostering a culture of innovation, collaboration, and performance
• Work closely with product, sales, and data and analytics teams to align marketing efforts with business goals and product offerings
• Collaborate with agencies and media partners to deliver creative, impactful, and cross-channel campaigns
• Coordinate with relevant bank units to prepare summary reports for regulators, detailing educational and awareness activities and proposed plans
• Coordinate with internal stakeholders to oversee Marketing and Communications risk assessment and control initiatives, ensuring potential risks are identified, evaluated and mitigated

Educational and Awareness Programs:

• Oversee educational and awareness programs designed for bank customers and the general public
• Conduct an annual review of educational initiatives based on impact and reach criteria, making necessary improvements to awareness programs

Qualifications & Experience

• Bachelor’s degree in marketing, Communication, Business Administration, or a related field
• Minimum of 10 years of experience in marketing and communication, with at least 4 years in a marketing role within the banking or financial services industry.
• Proven track record in developing and executing successful Marketing strategies.
• Knowledge of banking regulations and consumer awareness programs.